A hand holding a Lotto Max ticket, showing selected numbers for a quick pick draw.

A new way to think about playing

OLG BRING HOME THE WIN

Overview

We created a new platform to reposition the way that Ontarians look at OLG gaming. And in doing so, we showed how every play is a winning one when 100% of profits go back to Ontario communities.

Relevance

  • Reframed the way U35s think about playing.
  • Emotionally resonated with audiences in TV/OLV.
  • Executed high impact media takeovers.
  • Successfully launched a new OLG platform.

Key Challenge

Losing is a huge barrier to playing with OLG – especially for the under 35 audience that OLG wanted increase relevance, favourability, and intent to purchase with.  

Strategic platform

Convention:

Playing is driven by hopes of winning

Disruption:

Value the game – see the value of playing not just winning

Vision:

Bring hope and support to Ontario’s communities

Creative strategy

Take away “losing” and reframe how people think about playing to make everyone who plays feel like a winner.

A man joyfully holding up a Lotto Max ticket, celebrating a potential win. The text reads, "OLG Winning Pieces: Bring Home the Win."
Close-up of a man looking surprised while holding a lottery ticket. The text highlights campaign details for "Winning Pieces," emphasizing its recall and impact

The Results

81%
of the target felt the brand was relevant to them.
44%
of the target felt more favourably towards OLG after seeing our platform live.
41%
increased purchase consideration of OLG products.
72%
campaign recall among the under 35 target – the highest level ever for OLG.
19%
average increase in intent to play with OLG.

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